Understand The Use Of Technologies In Fashion Merchandising And Marketing

FM 3.02

Marketing Technology Terms Computer aided design (CAD)

A computer system used for designing textiles, apparel, &other products.

Marketing Technology Terms

Artificial intelligence Computer systems that display behavior that would be regarded as

intelligent if it were observed in humans

Marketing Technology Terms Bar code-Stores may have their own

Product codes with dark bars and white spaces of varying widths used on merchandise tags for electronic identification and collection of product data.

Universal product code (UPC) Standard bar code, that includes numbers

as well as bars and spaces. (12 digits) Point of sale (POS)-Cash Register

System will connect with inventory to keep accurate records Merchandise data collected electronically

when consumer purchase transactions are recorded.

Marketing Technology Terms Electronic optical scanner

Electronic light beam readers that feed bar code information to computers

Wireless data collection done with “smart labels and electronic product codes through airwaves

Marketing Technology Terms Click stream data

Sequence or 'flow' of mouse clicks or keystrokes which a user makes in navigating through webpages or websites.

Web advertisers use the clickstream record to determine the user's interests and preferences in order to custom-tailor their advertisements.

Clienteling Collecting information about customer experience and

purchases over time, and using that data to increase sales and improve shopping experience

Marketing Technology TermsInformation management

Activities that generate an orderly and timely flow of relevant information to support business activities

Loyalty program- A system of rewarding a retailer’s best customers to encourage repeat sales,

using consumer specific data Mobile apps

A software application developed specifically for use on small, wireless computing devices, such as smartphones and tablets, rather than desktop or laptop computers.

Marketing Technology Terms Radio frequency

identification (RFID) Wireless data

collection done with “smart labels and electronic product codes through airwaves.

Social media Personal content

created and spread via electronic technology for interaction and sharing of information.

Technological Transformation of Information Management for Merchandising & Marketing

Retailers are reinventing in-store shopping. Customers want to see, try, and feel merchandise before

making a purchase.

Connecting brick-and-mortar and digital interactions to create unique, highly personalized in-store experiences.

Mobile apps are giving retailers the ability to send information, coupon offers, and suggestions to a shopper, which can encourage cross-category promotion and impulse purchasing.

Technological Transformation of Retail in The Fashion Industry

Mobile apps are the single greatest contributor to changing the overall shopper experience at retail

Retail items can now be sold through multiple channels (stores, catalogs, internet, and mobile apps), it’s called multi-channel retailing

https://www.youtube.com/watch?v=ZxrzIXkPycs&feature=youtu.be

Technological Transformation of Customized Products and Services in the Fashion Industry Next generation loyalty systems will drive a new level of

“tailored shopper interaction” rewarding both normalized patronage as well as incremental spending

Mass customization allows for design and manufacture of customized products to meet customer needs at mass production costs and speed.

Flash Sales

Flash sales allow for building brand loyalty while selling surplus stock in a short period of time. It is economical and profitable for retailers. Provide a small window of opportunity to take advantage of

sales